I talk to a lot of people who know they should be posting on LinkedIn but can't figure out what to say. So they either overthink every post, post randomly when inspiration strikes, or just... don't.

And I get it. When there's no system, every post feels like a performance. You're staring at a blank text box, trying to figure out what version of yourself to be today, and that's exhausting before you've even typed anything.

Here's what I've learned from watching the people who actually seem to enjoy posting on this app: they're not posting more. They're posting with a pattern. And the pattern is simpler than you think: you only need three types of posts.

The Expertise Post — You sharing something you know because you've done the work. A lesson from a project, a process you've refined, a mistake that taught you something useful. Look at how Jayde Powell does this — she'll break down exactly how she approaches a social strategy for a client, or share the actual framework she uses to evaluate brand partnerships. She's not performing thought leadership. She's just saying, "I've been doing this for X years and here's what I've figured out."

The Perspective Post — You reacting to something happening in your industry. A trend, a take you disagree with, a pattern you keep seeing. Carmen Vicente is great at this — she'll notice a shift in how platforms are designing their algorithms and connect it to something bigger about how we all behave online. She once described her whole approach as less "I love this or I hate this" and more "hey, have we thought about the connection between these things?" That energy is what makes a perspective post work. It shows how you think, not just what you know.

The Story Post — The personal one. A career moment, a behind-the-scenes look at something you're building, a thing you're figuring out in real time. Jayde's "a b*tch be contenting" series is a masterclass here — she talks openly about getting ghosted by brands, dealing with imposter syndrome, the messy reality of being a creator. It's the kind of content that makes someone think "oh, I like this person" and actually remember your name.

Here's what's interesting about these creators: none of them seem like they're grinding out content because LinkedIn is a career obligation. Eugene Healey — a brand strategist with 400K+ followers across platforms — describes himself as "a contextualizer." Someone who notices what's happening around him and makes it accessible. That's really all this is. You're already noticing things worth sharing. The system just gives you a structure for writing them down.

And over time, that builds something way more valuable than engagement metrics. It builds a professional identity that's actually yours — not a performance you're maintaining, but a real reflection of how you think and what you care about. That's what makes content a career tool instead of a chore.

Pick one post type. Write one this week. See what happens.

Next week: 5 things I'm watching in the content-to-career pipeline right now — including something I've been researching about how what you consume online might be shaping your career identity more than you realize.

Talk soon,

Tamilore

Remember: always do your own research and take your time with applications. You got this!